What is a cadence?

Standard cadence shapes

5–7 touches across 14–21 days. LinkedIn first, email middle, phone last. Each touch has its own copy, and copy gets shorter as the cadence progresses.

The shrinking-message rule

First touch: 60 words, single relevant detail. Touch 3: 30 words, restate value. Touch 6: 12 words, simple permission ask. Long messages late in a cadence read as desperate.

Cadence A/B testing

Test one variable at a time. First-touch subject line, first-touch opener, first-touch CTA, channel order. Don't change three things and expect to learn.